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The Swedish Armed Forces are recruiting. They need young men and women for an occupation that in many ways is about giving up your own safety in order to help others. They wanted to activate the target group while simultaneously raising the question. Would people sacrifice their own freedom for someone they have no relation to? Are people prepared to show that they care in ways that don’t include sharing something on Facebook or tweeting a specific hash-tag?
2. Prepared By
Dr. Manu Melwin Joy
Assistant Professor
School of Management Studies
Cochin University of Science and Technology
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com
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3. Challenge
• The Swedish Armed Forces are
recruiting. They need young men
and women for an occupation
that in many ways is about giving
up your own safety in order to
help others. They wanted to
activate the target group while
simultaneously raising the
question.
4. Challenge
• Would people sacrifice their
own freedom for someone
they have no relation to?
Are people prepared to
show that they care in ways
that don’t include sharing
something on Facebook or
tweeting a specific hash-
tag?
5.
6. Gamified Solution
• To highlight the sacrificial
aspect of working for the
Swedish Armed Forces, they
staged a scenario over the
course of 4 days. They
placed a box with an
enclosed room in central
Stockholm. The box was full
of cameras and the footage
was broadcast to the world
via social media.
7.
8. Gamified Solution
• A person willingly agreed to
sit there until someone else
took his place. Every hour a
door would open, and if
someone was there to take
the place, he could leave. The
question communicating the
whole event was: Who cares?
Because this time the only
way to act was to physically
take the place yourself.
9.
10. Results
• The aim of the recruitment
campaign was to gather 4,300
applicants for 1,430 open
positions. The event and the
campaign helped site visits
exceed 200,000 in just a
couple of days. Social media,
blogs, and forums quickly lit
up with discussions
concerning the recruitment
campaign, and public service
also reported of it.
11.
12. Results
• During a total of 89 hours
that people could sit in the
box, 74 people decided to
enter and help whoever
was in there. At the end of
the campaign, 9,930
applications had been
received. More than 2 times
above the target.
